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The unavoidable case for using video in real estate marketing

Let’s face it, not every agent is on a team that believes in video, and not every brokerage is experimental with new marketing tactics. But come on, video’s not exactly cutting edge.

professional-video

Why you cannot avoid video in real estate marketing

Leave it to the Australians to make the ultimate case for using video in colorful, convincing language. We’ve highlighted a variety of Australian video talents and have advocated for quality real estate video for a long while. In addition to the stats mentioned in the video above, we recently reported that the growing sweet spot often overlooked on Facebook is video, while activities like status updates and pokes are rapidly declining, watching video on Facebook is up five percent in America with 51.5 million unique video viewers that watched video on Facebook in July 2011 alone.

We’ve shared tips on hiring a quality real estate videographer by WellcomeMat and tips from Halstead Property with a brokerage’s view on hiring a videographer. We couldn’t agree more that video in real estate captures eyeballs more effectively and has a greater opportunity for conversion now than a small print ad in a declining newspaper.

What else you must know about real estate video

Where we differ from the case made above is that it is not simply about putting as many videos into space as possible, rather using video in listings with a quality videography team. A video that looks like the Blair Witch Project will do the opposite of sell a home, and bad lighting, poor sound, a lack of editing and a lot of “uh, umm, uh” and blank stares make a bad impression. We encourage real estate agents, brokerages, teams and franchises to study long and hard before embarking upon video and when ready, selecting a quality videography team.

Inspiration:

Get inspired with these four examples of quality real estate video:

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  1. Better Homes and Gardens’ David Winans & Associates of Dallas
  2. IMAGEination.tv
  3. REP Interactive
  4. Halstead Property

What about those with no budget?

Let’s face it, not every agent is on a team that believes in video, and not every brokerage is experimental with new marketing tactics. Some agents are on a tight budget but want to forge ahead, so for those among us who cannot hire a videographer yet, we encourage as much education as possible and one free option is the Vimeo Video School, so get to studying so you can best serve your listing clients. Your video may not be on par with the luxury listing in the next city over, and it is not true that some video is better than no video, so put out the best quality that is humanly possible.

Lani is the COO and News Director at The American Genius, has co-authored a book, co-founded BASHH, Austin Digital Jobs, Remote Digital Jobs, and is a seasoned business writer and editorialist with a penchant for the irreverent.

29 Comments

29 Comments

  1. Sam in Austin

    September 8, 2011 at 9:33 am

    I found another way to use video, but it isn't for marketing. Most of my business comes from internet leads and I get many questions about homes. I had a client who found a home on my website that he absolutely loved. He was going to make a trip down just to see this home, but privacy, peace and quiet were things I knew he valued. I took a video from the back porch that recorded significant road noise and sent it to him. He thanked me and didn't make the trip.

  2. Phil Thomas Di Giulio

    September 8, 2011 at 10:36 am

    Great video. Thanks for sharing Lani! After five years of championing video (@wellcomemat) I cannot tell you how amped our entire team gets to see videos like Chris Gilmour's.

    Quick note expanding on Sam's comment…
    Since 2006 WellcomeMat has advocated the use of high quality video when recording property and neighborhood video tours; however, I would be remiss if we did not acknowledge video as a source of realtime hyperlocal information (hurricane damage reports, view from the 10th story balcony, kenmore dryer you love, etc.). In these instances the recipient (viewer) is often in search of information 'in the now' as opposed to a polished produced video package. The individual(s) wish to know more about a particular property, place or thing. The common albeit knee-jerk reaction to Sam's experience would be, "Why would I use video if it's only going to scare people away?" In truth, Sam likely saved the client time and travel expenses, a worthy and noble endeavor.

    The bottom line: the internet has made our world more transparent. Real estate professionals (and brokerages) who focus on being a resource for local information will inevitably reach more people online and build trust within their community. Focus on those two objectives and business is sure to follow. Good luck everyone!

  3. David Pylyp

    September 8, 2011 at 5:32 pm

    Ahhh, but we are trapped between the glitter and glamour of professional quality and editing …. youtube.com/watch?v=hr6NFi8Xh4o

    Or getting out the core message.. Finding Solutions to your housing needs now… youtube.com/watch?v=gOn8vKF0oS8

    Making my own Market in Toronto Real Estate

    David Pylyp
    Accredited Senior Agent

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